David Knight - 27th Nov 2014

Lucy Luscombe's excellent video for London pop-R&B girl-trio Juce's 6th Floor shows there's potential for some serious magic-making there in the everyday - all you need to do is work in a pet shop, or florist, or cake shop... 

The three bandmembers ease into their roles as shopgirls with a secret agenda, waiting to get their revenge on gormless males, using the materials to hand to create some properly witchy potions. It's a deliciously entertaining and enlightening idea, shot in three real shops in North East London, and directed with aplomb by Lucy Luscombe, adding a pop video spin to her recognised talent for more serious fare. 

LUCY LUSCOMBE:

"I wanted to give Juce something cool, cinematic and fun - all in line with who they are as people.

"There's something really relatable to that feeling of waiting for your shift to end on a Friday evening and anticipating what you'll get up to over the weekend. The witchcraft element came through this idea of boredom at work turning into fantasy, a conjuring up of desire.

"All the locations are unique, wonderful independent businesses, set around Tottenham, Stoke Newington and Hackney, that have as much character as the people who own them. It was a privilege to get them on screen."

Credits

DirectorLucy Luscombe
ProducerRob Jelley
Production CompanyRadical Media
Executive ProducerBen Schneider
Associate ProducerFranny Zywicki
1st ADTristan Hefele
Director of PhotographyJack Wilkinson
Focus PullerSam Rawlings
2nd ACGeorge Telling
SteadicamJames Davis
GafferJamie Garside
GafferPhil Penfold
Art DirectorLucie Red
WardrobeLouby Mcloughlin
Hair & Make-upSian Duke
SoundCalum Sample
EditorFlaura Atkinson
Editing companyThe Quarry
ColouristRichard Fearon
Grading companyMPC
Lead actorJumaane Brown, Jill Buchanan, Clifford Hulme
Lead actorRajesh Kalhan
Director's RepresentationFranny Zywicki
CommissionerNatalia Maus
LabelUniversal
Other creditsProduction Assistants: Lucy Holmes, Chris Lynch Electricians: Romain Foster BTS Photography: Jenna Foxton Art Assistants: Amy Stickland And Esther Theaker Assistant Stylist: Charlotte Spice Makeup Assistant: Lesley Vye Titles: Hans Lo Sound Mix: Marc Specter Runner/Drivers: Sherice Griffiths, Oni Sufi

David Knight - 27th Nov 2014

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